The concept behind social networking has been the foundation of the commercial insurance industry for more than 200 years. Effectively selling commercial insurance requires trust and expertise, and establishing these qualities with clients depends just as much on who you know as what you know.

Social networking technologies are mostly used on a personal basis, and the insurance industry has been slow to adopt these applications because they are not compatible with their business models. Popular social networking technologies don't easily provide for control of information flow and centralized management by a corporate team. Another drawback is that they are third-party technologies that are not about the user's enterprise per se. There is a huge risk that an insurer or broker could lose important clients by making inappropriate "introductions" on a public social network.

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